Outdoor: big breaks for KitKat and Paris opener

HEAVY RAIN couldn’t put a dampener on the Paris 2024 Olympic Games opening ceremony, and now it has a moment in the sun winning an Outdoor Grand Prix.

It was joined as a Grand Prix winner by a playful campaign for KitKat that poked fun at people’s addiction to their mobile phones.

Jury President Keka Morelle, chief creative officer, Ogilvy LatAm said that the Jury was looking for ideas “that respect the environment and the community” as well as “ideas that could only be created now, in today’s context and technology”.

The Olympics opening ceremony was a celebration of inclusivity, representation and diversity that was admired around the world. Parisian firms Paname 24, Auditoire, Double 2, OBO, Havas and Havas Events devised the spectacular event.

Outdoor Jury President Keka Morelle

“It was bold, unforgettable and a clear reminder of the limitless power of outdoor,” Morelle said. “It redefined public space as not just a platform for visibility, but also for meaning.”

KitKat’s ‘Phone Break’, from VML, Prague, was an out-of- home campaign that presented scenes of people in public spaces with their phones replaced by KitKat bars.

The idea was to encourage consumers to take a break from their phones — without actually spelling out KitKat’s famous slogan.

“It’s a masterclass. Without words or logos it communicates a strong message,” Morelle said. “It captures the moment we are living in, reinforces the brand’s concept, and immediately sparks reflection.” Nine Gold Lions were awarded in the Outdoor category for work from the UK (3), Spain (2), Puerto Rico, Mexico, Ger- many and India.